Your Professional Branding Strategist

Category: Professional Branding (page 1 of 2)

start right where you are :: INTERNAL NETWORKING

A few weeks ago, while prepping for a Genesys Works training session, I was pondering the program: these interns have a stunning opportunity to start building their professional networks while they’re still in high school. They learn new skills, showcase their work ethic & personalities and pre-pave the way to college internships and full time employment. I was thinking that a really savvy intern would do well to leverage the heck out of this opportunity to network.

What if each of us networkedinside our own companies intentionally?Duh! A ready-made common ground + a shared mission.

So.Simple! Find and get to know people at your company who are outside your normal work trajectory. Get to know them via a committee or project, working shoulder-to-shoulder. Soon they’ll be able to vouch for your shining personality / skills / work ethic / impact. They’ll become a part of your true network, far more likely to help you if/when you need it (and hopefully, you’ll do the same for them!).

In a job that demands every second of your day, adding internal networking might be the last thing you’d choose. But I think getting to know others makes work more fun and rewarding. And who knows where those new connections will lead? So it’s a little bit selfish, in a good way. I’ve heard of folks who brilliantly (and often innocently) landed great new jobs and built amazing careers through internal networking. Maybe you have, too.

things you can do right now
(besides being great at your job, which speaks for itself):

Volunteer to help anywhere it’s needed. Join committees of all kinds.

Offer to research / document / investigate / figure out and report back.

If something is wanted or needed but doesn’t yet exist, figure it out or create it.

Invite someone you don’t know well to have coffee, eat lunch or go for a walk.

Make introductions ~ help connect others. Inclusivity is IN!

In my first year at TCF Bank, I signed on for (almost) every opportunity that crossed my path: my department’s FUN committee, the IT Hackathon planning committee; IT book club, IT donut club, IT ambassador group, IT & Friends (volunteer) committee. I even launched a new club, the TCF Travel Junkies.

I didn’t think of it as internal networking at first ~ I just wanted to be a better cultural ambassador. I’ve never been part of so many initiatives before. The benefits? They’re plentiful: getting to know great people outside my department = more enjoyment! When I need an answer, it’s easier to find. Or when I want to get something done, I have a friendlier ear. I get to reciprocate, which also feels fantastic. Not to mention enjoying the results of our efforts. As far as stepping out of my comfort zone? It feels a little awkward at first. And then, it’s 100% satisfying.

“Your network is not people you know; your network is the people you know who are willing to help you.” ~~ Sol Orwell

A communication tool is helpful (we use Slack). A core group of networking-minded people helps — there are many in my company who are committed to fostering a collaborative culture. They generously share their connections and are a huge help & inspiration. But even if your company isn’t similarly inclined, you can (and should) branch out.

When you work alongside someone, you get to know them in a different way than if you’ve just chatted over drinks at some industry event. And since we (usually) have just one boss and one team of peers at a time, we exponentially increase the number of people who know our work when we work on initiatives and projects outside our our normal scope.

It takes extra time & effort to be involved, but it also saves time: answers come more quickly. Folks with whom I’ve worked on projects are more likely to jump in when I need help. There’s a sense of fun and camaraderie.

There’s still a ways to go before I know everybody, but the gap is narrower than if I just did my job day in and day out.

Some bad news: you’ll still need to occasionally attend external networking happy hours. But with intentional internal networking, you’ll need it less. So start building meaningful connections where you are. Get out of your office / cube / comfort zone and GET INVOLVED!!

I help mid-career professionals figure out their brand, get connected, and launch rockets of all kinds.
Want to chat?
Here’s a link to my calendar for a no-strings-attached intro call.

The old ‘post-and-pray’ model (where Talent Acquisition publishes a job on the company ‘Careers’ page and HOPES that the right candidate applies) doesn’t work well.

We still post, of course, but we’re also reaching out to candidates and actively recruiting them.

‘Apply-and-pray’, the job seeker’s equivalent to ‘post-and-pray’, doesn’t work well either (unless you’re a mid-level developer). You might get lucky if you’re one of the early applicants. But especially at manager- and director-levels, your resume might not even get read unless you’re in the first wave.

I think the way we go about finding a new job needs to evolve.

That’s where marketing steps in.

You’ve heard of marketing campaigns, right? Companies create and run a series of visibility-raising programs to launch new products or to sell more of something.

In other words, while ‘apply-and-pray’ is a possible method (except, hope is not a strategy), there are other more-proactive (and interesting) routes to take.

Here are three:

Create your professional brand

Which problems do you most often get asked to solve? What kind of work do you love doing (and get paid for, of course)? Where are you happiest and most effective? What are you known for? How do you want to be known?

And do you know what? 99% said they got connected through someone they knew.

The real scoop on using cover letters today

quiz: use a Cover letter (pick one):

a) always;
b) never (they’re old-fashioned);
c) to hammer home why you’re a perfect fit for the job;
d) a and c;
e) b

I know, right?

Back when resumes were snail-mailed, a cover letter was an integral part of the application process, a genteel ‘nice to meet you.’ Today’s online applications have kicked cover letters to the job-hunting curb. Mostly.

So when DO you use a cover letter? What should it say? And to whom should it be addressed?

correct Answer:

use a cover letter when it’s not immediately apparent why you’re the right person for this job.

For example:

Location (you live out of commute range): use a cover letter to briefly address:

What brings you to our fair state? (ie. to be near family, partner got a job or grad school placement here).We recruiters are leery of relocating someone JUST for a job, especially when Minnesota has things like…winter;

Timing (will you find a job FIRST, then move? How soon do you expect to be local?);

Will you be visiting the new metro (ie. be able to interview) before your move?

Are you looking for a relocation package (we’ll ask anyhow)?

Job pivot : When you’re applying for a job that’s different than the ones you’ve held, help us connect the dots. Use a cover letter to address the reason why your skills/experience are a fit (tweak your resume, too).

Stepping down: From CIO to director, manager to sole contributor. Again, help us understand. Keep it short, acknowledging that you’re applying to a less-weighty role. Focusing on the value (experience) you can add while dialing your work responsibilities back, ie. “I’m ready to move from a leading role to a supporting role.”

That’s the ‘when’;
Some tips on what to say

Select 1-2 key requirements from the job description (don’t just match years of experience ~ find something juicier: talk about similar industry, company size, growth trajectory or how you’ve successfully tackled issues your target company may be facing);

Craft a couple of sentences about your experience as it relates to those requirements (ie. “with experience creating scalable processes within a rapidly-growing company, my background should be a good fit.”

And to whom

Do a quick LinkedIn search on the company you’re applying to. Can you figure out who the hiring manager is? If so, address it to that person and say something like, “Based on my research, it seems likely that this position reports to you.”

If you can’t figure out who the hiring manager is, see if the job is posted on LinkedIn. If it is, who’s the recruiter listed as ‘point of contact’? Use that name. If there isn’t a recruiter named, address your cover letter to ‘Talent Acquisition’ or ‘<company name> Recruiter’ or ‘Hiring Team’.

put it all together: A template
(you’re welcome)

<Date>

<first last>
<title, department>
<company name>
<city state>

RE: <position title + job / requisition number from the company’s Careers page, if you have it>

Hi, <first name>,

I hope your week’s off to a great start. I’m very interested in being considered for the role of <insert job title> at <insert company name>. With my <insert relevant skill #1>, <insert relevant skill or industry experience> + <insert soft skill>, my background should be a good fit.

When it’s time to change workplaces, the question most people ask is, “Where do I find my new job?”

We gravitate to Careers pages on company websites, search LinkedIn, or head to the job boards. It’s pretty easy to search for a title, spend a few minutes applying / connecting / asking. The hard part is the waiting for a response. Lordy, the waiting is the hardest part.

But what if we changed the question? Instead of “where do I find my new job?” what if we asked, “Where do I find my new leader?”

I think looking for a new leader is a much more interesting proposition.

In the traditional sense of looking for a job, we match skills and requirements. The leader is kind of an afterthought.

When the new leader is a focal point of a job search, the skills and requirements are still there, but the whole question is elevated: who do I know that I’d love to work for? Who have I worked for in the past that I’d really like to partner with again? Who in my current circle of acquaintances knows someone? Who’s a thought leader? Which companies foster a culture of engagement and innovation?

Looking for a new leader could also mean finding a different leader within your current company. If you’re generally happy with your workplace but need a change, could you network internally onto a new team?

Or how about this: who’s solving interesting problems?

The only way you’re going to find out for sure is to start asking around. Sleuthing, making connections, following the thread.

Recruiters do this all the time ~ we find out where the fire is: who’s changing technologies | growing | shedding | transforming? That’s where the interesting work is.

Find that, and then figure out how to get their attention. Know your value proposition. Come with an idea of how the application of your unique skills and experience can contribute.

The most-satisfied seekers are doing more than just looking for their next job. They’re finding great leaders and interesting problems they can help solve.

I help people who are 10+ years into their careers better-tell their professional story. Struggling with yours? Here’s a link to my calendar. Let’s see if we’re a fit.

I recently watched a TED talk given by a fellow recruiter. In it, she quoted a study done by The Ladders, the first-ever of its kind, which measured the amount of time recruiters spend looking at a resume.

Do you know how much time that is?

Six seconds.

All the more reason to do two things: have a great professional brand, and cultivate other avenues to the end goal (your new job), like networking, mentoring, speaking, blogging, and generally being connected “out there” in the world.

‘Objective’is out.
Use ‘Professional Summary’ or ‘Summary of Qualifications’. Unless you’re a director or above, please don’t use ‘Executive Summary’.

Have a crisp LinkedIn headshot with a neutral background.
No wedding photos, fish, or 10-year old boudoir shots. Your photo should look like you (how else are your new networking contacts going to find you at the coffee shop?)

For many people, writing (especially a resume) is right up there with a root canal.

Assembling details, knowing what to include, and finding the right words to describe one’s professional achievements is…tedious. It can feel like (uncomfortable) self-promotion. Also, there might be awkward gaps and regrettable choices, and now they’re being put on display.

But being seen is unavoidable when job-seeking. Or when ramping up a side business or making a foray into public speaking, for example. Take comfort in knowing that 99% of the population feels the same way (cringey), and then tell your professional story anyhow.

I recommend the following:

Meet your reader where they are: to tell a good story, assume your reader knows practically nothing. If you’ve read any of the Harry Potter books, you’ll recall that JK Rowling takes time in each to thoroughly describe the setting and to review what happened in the previous book. She brings her readers up to speed with context.

Do the same with your resume: what kind of business do you work for? How many people are there? What’s the annual revenue? Is it global? National? Local? Paint a word picture. Details are important to give context: what size team were you on/did you manage? What is/was the budget you manage(d), what’s the scale and scope of your work? Include accomplishments, ROI, and measurable impacts like $/time saved or efficiencies /profitability gained.

Your first resume draft should be a brain dump: get it all out. Then, revise (which brings us to step 2):

Use the best (word) ingredients: Alice Waters is a Northern California chef who’s known for her exquisite, simple food. Her secret: in recipes with just a few ingredients, use only the freshest and best.

How does that translate to a resume? Here’s how: once you’ve written a first draft, read it out loud. Be on the lookout for redundancy (words or phrases repeated). Find different ways to say things. Get rid of stock phrases that have little meaning. If you’re drawing a blank, Google ‘thesaurus’ to help get you thinking. Slow down a little, and be discerning. When you find adjectives that describe you/your work aptly, use those.

Very important side note: avoid using overly dramatic words. Let others use “visionary”, “vast”, “outstanding”, or “authentic” to describe you. When you apply them to yourself, they sound hollow and self-promoting. Meaningful (and true, not trite) words carry your resume.

Finally,

When you think you’re dressed, take off one piece: Coco Chanel, an early 20th century fashion disrupter, OWNED simplicity. In an era when fussy fashion was the norm, her minimalistic style stood out. Do the same with your resume.

Cluttered, busy, overly full resumes are overwhelming. OVERWHELMING DOES NOT GET READ.

When you think you’ve finished writing your resume, find things that don’t need to be there. Ask yourself, “Does it add value? Does it contribute to the picture I’m trying to paint?”

If not, be ruthless and TAKE IT OFF. Keep sentences and paragraphs short. Use space to your advantage ~ it will emphasize your well-chosen words and phrases. White space invites your reader in.

A resume is an appetizer, intended to whet interest and declare relevancy. It’s a preamble to the meal (the interview, the job offer). It’s not the meal itself (or the entire story of your career).

When you remember to tell your professional story using context, simplicity, and the best ingredients, you’ll stand out.

Congratulations! Your professional brand’s in place: your resume’s tuned up and you’re happy with your LinkedIn profile. Now what?

Here are some guidelines to help you get visible:

LinkedIn

Use the rule of “ABA”: Always Be Adding to your LinkedIn connections. Make it a habit to send a connection request to every new person you meet.

Beef up your connections: invite former workmates, leaders, vendors; people you volunteered with to connect (use your resume to help trigger your memory).

Ask for LinkedIn recommendations from the people who know your work. You can even write a ‘suggested recommendation’ ~ they’ll appreciate it (makes it easier for them) and you’ll get a more-specific accolade.

Be a regular on LinkedIn (daily is great, relevant is key) and…

Preserve your brand: be mindful of what you’re ‘liking’ and sharing on LinkedIn. A good rule of thumb is 2 professional ‘likes’ or shares + 1 local- or professional-interest ‘like’ or share. It shouldn’t be all about business. What do you want to be known for? Let that guide you.

LinkedIn articles are a great way to stand out. Write a 500-word piece about a problem you/your team solved, a technology you’re exploring, a learning you’ve had in blending teams through M&A, a new idea, a personal experience around job interviewing or even a bad boss experience. Use an image (royalty free ~ you can find lots of them at www.pexels.com). Post & repeat. Note: I help clients with ghostwriting or editing/proofreading their LinkedIn (or other) articles.

Expanding Your Circle

Be intentional. Make it your (fun) mission to see who and what’s ‘out there’. Tell yourself it’ll be interesting. Keep it light but focused. Make it an experiment and follow the threads. Whatever (time, attitude, expectations) you put in will impact your results.

Do some strategic networking. Think about the places where your next leader is likely to be. Ask others for recommendations of networking groups if you’re not sure. Find some likely targets. Go there.

Start & curate a list of target companies, the kind who’d benefit from your experience and that would offer you more satisfaction. Once you have your list, follow the company on LinkedIn, find out who’s running and working for them, and start building relationships.

Ask people you know for introductions. Vendors know lots of people. So do most recruiters. Don’t be shy. If there’s someone you want to meet, figure out how to meet them with a warm connection ~ someone you already know.

Invite someone you’d like to know better to coffee or lunch. When I want to learn about a new technology, I’ll invite them out. People generally like to talk about what they do, and someone with a genuine interest is, well, irresistible.

Even if you’ve let networking and LinkedIn sit on the back burner while (it seems like) everyone else was connecting, don’t worry ~ it’s fixable!

One of the most cringe-y activities I can think of is <insert dramatic movie music here> a networking happy hour. First, because it’s hard to hear people talk over the din. Second, happy hours tend to be pretty superficial. And finally, all I want at the end of the day is to get home and unwind.

Happily, there are lots of other ways to put the word out.

Here are five to get you started:

Have a clear message: I think it’s important to have a clear idea of the kind of job/company you’re seeking. “Confidentially, I’m looking for a senior director or VP role in a manufacturing firm that’s headquartered in the Twin Cities” is more actionable than “I’m looking for a new job”. Of course, if you’re not working and anything will do, your message can be just that. But assuming you’re currently working and that you have time to be strategic, clarity will get you farther.

Start with your inner circle: Tell family members and close friends “Confidentially, I’m looking for a senior director or VP role in a manufacturing firm that’s headquartered in the Twin Cities”, followed by a question: “Who do you know that works for this kind of company?” Maybe they don’t have an answer today, but your question will have them thinking. Check back with them periodically to see what bubbles up.

Touch base with former co-workers: maybe you’ve lost touch with them, but there’s a group of people that you’d love to reconnect with, and now’s the time. Use LinkedIn to find them. What are they up to these days? How can you help them? And of course, let them know, “Confidentially, I’m looking for a senior director or VP role in a manufacturing firm that’s headquartered in the Twin Cities” followed by “Who do you know that works for this kind of company?” Again, they may not have a contact for you today, but check back. And be sure to offer your help.

Be curious about people outside of work: your network is larger than you realize, but maybe it needs a little cultivating. Notice and take an interest in the people you see at places other than work: at kids’ activities, at the gym, at sporting or cultural events, standing in line at the coffee shop, at church, during volunteer activities. Take an interest: What do they do? Where do they work? Can you connect them with anyone in your network?

Dale Carnegie said it best: “To get what you want, help someone else get what they want.”

5. Get yourself out of your comfort zone: no, I’m not suggesting networking happy hours (but be my guest if there’s one that calls to you!). Here are some ideas, though, for putting yourself in a target-rich environment: industry events, Meetup groups (find a topic that’s related to your career), focus groups, civic causes, fundraising for non-profit organizations. For best results, choose something that genuinely interest you. Authenticity is irresistible.

When you’re thinking about buying a certain kind of car, have you noticed that suddenly you see them everywhere? Well, once you start thinking about networking as more than a cringey happy-hour activity (and begin taking action), you’re going to find all kinds of interesting people. Some that will even help you get closer to that shiny new J.O.B.

Happy connecting!

If you’re NOT ready to begin networking (ie. you need help with professional branding), I’m your gal! Click here to get started on your new-and-improved resume + LinkedIn profile.

Not sure if we’re a fit yet? Let’s chat!
Here’s a link to my calendar for a no-pressure-no-strings-attached intro call.

10 Tips for Enhanced Clarity (+ better job-seeking results)

There are people with such in-demand skills (ie. web developers) that a simple ‘I’m ready to look for something new’ brings a flurry of job interview activity. Yet even these folks can benefit from the long view of professional branding. Fuzzy branding begets fuzzy results (don’t be fuzzy and frustrated).

Here’s what I mean:

Know what you want to be known for. As you craft your resume, begin with a ‘Professional Summary’ which includes 2-3 sentences that capture the essence of your professional self. Keep the idea behind those sentences short and powerful: “I make databases sing” “I’m a change agent” “I’m a people connector”. Are you calling out your superpower here? You betcha.

Know your “why”: Even if you landed in a career ‘by accident’ (like I did, though I don’t believe there are any ‘accidents’), know your answer to the question “Why do you do what you do? “Because I love it” “Because I’m good at it” “Because I like making a difference”. What’s yours?

Variety = Balance (and a bigger network): Across your career, it’s a good idea to work at companies both small and large, startup and established. Try working both contract and perm roles. You’ll have a deeper understanding of how things are done in each, a broader perspective, and…a bigger network.

Know why you chose the jobs you did: Maybe you were recruited; other times perhaps you needed a change (or your job went away) so you hit the job boards. There’s a reason why you accepted each job. As you describe them on your resume (and in interviews), focus on what you learned & how you contributed. PS: “It was the best option at the time” is also a-ok.

Look ahead to your next move: There’s nobody shepherding your career but you. Think like an independent contractor or entrepreneur: keep a shortlist of companies you’re curious about. Cultivate relationships with the people in them. Change is a constant, and nothing is permanent, not even a permanent job. Let your loyalty be fairly divided between your current employer and your own future.

Always be adding to your network: Pick the style of networking that fits you, whether it’s 1:1 coffees/lunches or big networking happy hours. Meetups and professional events are the obvious choices, but strike up a genuine conversation wherever you are. Talk to people at kids’ activities, church, the dog park, the gym, in coffee shop lines, on vacation, doing nonprofit/volunteer work, at sporting or cultural events. Add the people you meet to your LinkedIn network if you like them and want to stay in touch.

Offer help: Dale Carnegie said it best: “To get what you want, help others get what they want.”

Teach a class or mentor someone: There’s no better way to cement your knowledge (and your great reputation) than by sharing what you know. If you’re in technology, offer your help to the local high school’s STEM initiative. Find a student mentoring opportunity (Google ‘mentoring opportunities’ ~ you’ll be amazed!). Find someone in your current company who’s less-experienced that you can informally or formally guide.

Ask for help: People generally like and enjoy helping others. Ask for an introduction, or tag along to a lunch or meeting. Find a Meetup with a topic you want to learn about. Take a class, either online or in-person. Find your own mentor who can help guide you in your career.

If writing’s not your strong point: Hire a professional to polish your resume for you & make sure your LinkedIn profile is congruent. Whether you do it with me or get a recommendation from someone you know and trust, be sure your digital brand represents you well.

Why ‘professional branding’ and a long view toward visibility?

Because an ‘apply and pray’ strategy probably won’t bring great results when you need/want to find a new job. The most-successful and resilient job seekers have a robust network and a clear picture of their value proposition. You can, too.

(plus some tips for work satisfaction)

The topics of jobs and work satisfaction fascinate me (What do you do for work? How did you get into it? What do you like about it? What do you dislike?).

It’s a good thing I fell into recruiting ~ I get to talk about jobs and work a lot. It also means I’ve had the good fortune to talk with people who inspire me with their career choices. Laura Frank is one of them.

Why? Because she has had the audacity to follow her own inclinations, creating a body of work that both satisfies AND pays her well. She didn’t just go out and look for a job that fit. She created one for herself.

Laura, who studied physics and theatre in college (more theatre, she says), wanted to get into theatre lighting. Her story of custom-designing a career by following her curiosity is fascinating. Today, she’s lighting huge, high-profile events like the Latin Grammy Awards, concerts (Madonna and David Bowie, to name a couple), films and the Olympics.

Early in her career, she deliberately chose gigs that would allow her to pick up the skills she wanted, even when they didn’t pay well or the hours were sucky. Later on in her career, she took that arsenal of skills and reinvented her work. She found new ways to use her experience. She created (and continues to create) her own job.

Now, maybe in corporate America there isn’t quite as much freedom to craft one’s own job (though I have one friend who’s done just that because she is clever and business-savvy as well as being highly entrepreneurial and a fabulous communicator).

Here are some highlights from my conversation with Laura (but you’re gonna want to watch the interview ~ it’s only 18 minutes long ~ because I purposely left some out):

Be authentic: follow your shiny objects.

Have the willingness and the expertise to let your career expand naturally. Your job or career doesn’t have to look like anyone else’s.

Apply for jobs for which you’re not 100% qualified. 70% + some chutzpah will do nicely.

Stay challenged. If you start to feel like you’re doing things in your sleep, let that itch to keep learning pull you out of your comfort zone.

Keep 6 months’ of living expenses in the bank. Think of it not as money, but as buying yourself time. Need a respite? Need to stop and learn a new skill? This ‘time’ will support you through it.

Even if you’re mid-career and can’t couch-surf through New York following your curiosity, there are plenty of things you can do right now to move in a direction that’s more YOU.

What can I do? you ask.

Observe yourself. What draws you? Can you take one of your interests a step farther? For example, a couple of IT directors I know have started on-the-side businesses that feed their entrepreneurial inclinations. Take a class, challenge yourself to create something (write, paint, mentor, program, volunteer), jump the tracks and invest some energy in the direction of your own ‘shiny objects’.

Take back some of your time so you can do this. Be honest with yourself if you’re hearing the ‘but how will I find time?’ track in your head. Even 30-60 minutes a day spent following your own path adds up. Get up earlier. Leave the TV off. Say ‘no’ to should’s. Be lovingly firm and insistent with yourself. This is important.

Are you in a soul-sucking job? Can you change things about it? Even little tweaks go a long way when you stand up for what you need. If you don’t ask, the answer will always be NO.

Realize that, like a friendship or a marriage, unless you’re Elon Musk or Steve Jobs, no job is going be your everything. Don’t expect 100% fulfillment (hope for it, but don’t put the burden of your expectations on it). Find pockets of delight in other places to balance the less-than-delightful aspects.

When you try something new and it isn’t what you’d expected, you must still call it a success. You have new information, you took a chance, and that’s a win.

What I’m saying (to myself as much as to you) is, since we need to work, let your work honor your creative abilities. Do your best to find work that you enjoy. Let it be something that pays well enough so you don’t have to do it ALL of your waking hours. Choose to regard your work as a craft. Learn new skills, add new tools, and experiment along the way. Don’t sleepwalk through or clench your teeth and endure your work.

As much as I would’ve liked to be an heiress or a trust fund baby, my work has given me at least as much as I’ve given it. Way, way more than just the pay.

How do you think about your job? Do you think of it as your craft? Or is it just a means to an end?

In the end, I think work happiness begins inside. And that’s whether we’re solopreneurs, contractors, or fully employed. I think it’s a decision. Choose your work.